ABSTRACT
This unit covers primary methods used to analyze texts and other artifacts, including quantitative content analysis, qualitative content analysis, conversation analysis, and rhetorical analysis, among others. Quantitative content analysis is a research method used to analyze social artifacts such as television shows, newspaper articles, and websites. An integral part of content analysis research is the coding process, the success of which hinges upon reliable coders—the people who analyze the content. This unit will cover the basics of the process of conducting content analysis, including developing a coding guide and a coding sheet, exploring distinctions between manifest and latent content, and establishing and evaluating intercoder reliability. Additionally, the unit details the process and application of core qualitative methods used to analyze texts providing details on rhetorical analysis, conversation analysis, historical analysis, and core associated terms such as themes and exemplars.
